Kellogg's uses Tony the Tiger to bring staff total reward statements alive
David Woods, 30 June 2009
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Kellogg's is using some of its best-known cereal characters to communicate its total reward provision to staff.
The firm has launched personalised total reward statements to its 2,000 UK staff but, rather than using complicated tables and jargon, the firm opted to make the statements bold and colourful, allowing staff to see their reward offering at a glance.
Kellogg's is working with employee communication consultancy Caburn Hope to replace standard benefit and pension letters for staff, with new rebranded information featuring characters such as Tony the Tiger telling staff their benefits are ‘Gr-r-reat'.
David Lowe, compensation and benefits partner at Kellogg's said: "Now, more than ever, we want our people to know they matter to us so we made a conscious decision to ‘sell' our reward offering a lot more proactively than we have done in the past.
"Our trademark characters are fun, and features such as our ‘Corn-flex' section are backed up with a serious agenda. The statements are a new way of talking about reward for us - they do more than communicate the facts and figures relating to an employee's pay and benefits; they embed our company culture, inspire employees and demonstrate we value them enough to put serious consideration into communicating their reward."
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